2010 Mobile DTV Consumer Showcase

Washington, DC

1

Executive Summary Report - CES1/4/11

Table of Contents

About the OMVC

Trial Objectives

Research Methodology

Key Insights

2

3

5

7

9

OMVC: A Coalition of America’s TV Broadcasters

• 875+ TV Stations, 6 Networks• 100MM+ Homes Passed• 70+ Stations Launched to Date

3

Open Mobile Video Coalition Members

• 103 million households• All of top 50 Designated Market Areas (DMA’s)• 96 of the top 100 DMA’s• 69 DMA’s with more three or more stations• 98 DMA’s with two stations

4

Objectives

5

• Build & deploy a “multichannel” Mobile DTV service ecosystem– “Free” local content (clear) & “premium” cable content (encrypted)– Electronic Service Guide with UI & advertising– Audience measurement– Interactive services– Customer care, network monitoring, trouble ticket management

• Deploy fully functional, near-production devices with consumers for 4 months, get web-based & focus group feedback– Samsung Moment Android smartphone with Sprint subscribers– Dell Inspiron Mini 10 Netbook – LG DVD Player (focus group only)

• Determine consumer behavior, attitudes & expectations– Qualitative & quantitative– Primary use cases– The “who, what, where & why” of the Mobile DTV experience– Device & feature preferences

Showcase Consumer Channel LineupChannel Name Channel Genre

WRC NBC4 Local NetworkWTGG Fox5 Local NetworkWUSA9 CBS Local Network

Univision Spanish News/InfoMHz Networks 1 News/InfoMHz Networks 7 News/Info

PBS Mobile News/InfoPBS Kids Kids

WAMU 88.5FM RadioWETA 90.9FM Radio

WNUV CW (Baltimore) News/InfoThisTV (Baltimore) Entertainment

TheCOOLTV (Baltimore) Music/ConcertQUBO Kids

FoxNews News/InfoFoxBusiness News/Info

MSNBC News/InfoCNBC News/InfoMTV Entertainment

Nickelodeon KidsComedy Central Comedy

E! EntertainmentFood Network Lifestyle

6

• Private online research community comprised of345 participants located in the Washington DC area

– 197 participants recruited from Harris Interactive’s Online Panel to test mobile DTV service on Dell Netbooks

– 148 participants recruited from list of Samsung Moment mobile phone users to test mobile DTV service on specially equipped Moment phones

• Participants were instructed to use the devices as if they were their own for the duration of the trial

• Feedback was collected through online surveys, online bulletin boards and in-person focus groups

• Actual viewership logs were collected from devices electronically and processed by Rentrak Corporation

7

Research Methodology

Community Stats• 345 participants• 123 user-generated discussions• 87 user-generated surveys• 24 different “friends” groups formed• 22,671 comments posted

Note: Data should be considered directional due to low sample size and beta devices.

Panel Snapshots

148 Sprint Customers

Community Feedback Activities:May: Registration on Early Adopter Access June: Initial Experience & Basic BuzzJuly: Content & Service Quality; Enthusiasm & SupportAugust: Commercials, Pricing & InteractivitySeptember: Closed panel – exit survey withOverall Impact on Behavior & Final Perceptions

Focus Groups:August 22: Samsung user panel and Harris panelSeptember 14: LG DVD Player users (2 panels) October 20: Dell Netbook Users (2 panels)

Panel participants asked aboutaccessory devices, PC dongles, and tablets

8

Moment

197 Consumer Participants

Netbook

Clearwire provided 4G service in August

Diary Feedback Activities:September: Registration in person, recorded: Initial Experience & Basic Buzz, Content & Service Quality; Enthusiasm & Support , Commercials, Pricing & InteractivityOctober: Closed panel with focus group

DVD Player

29 Consumers Participants6 week panel

Community Feedback Activities:June: Registration on Early Adopter Access July: Initial Experience & Basic BuzzAugust: Content & Service Quality; Enthusiasm & SupportSeptember: Commercials, Pricing & InteractivityOctober: Close panel – exit survey with Overall Impact on Behavior & Final Perceptions

Key Insights• Significant consumer interest in concept of Mobile DTV

• Consumers are watching Mobile DTV in a variety of viewing locations: work, car, errands, home

• Diversity of viewing … over 30 different genres viewed– Local news highly valued – local stations considered cornerstone

of Mobile DTV along with popular TV networks

• Usage appears to be mostly incremental to traditional TV– Daytime is primetime on Mobile DTV – usage peaks in the afternoon

• Different use cases for different devices– Mobile phones more likely to be viewed outside of the home

• Strong interest in converged experience that enables both live and recorded content

9

Source: OMVC 2010 Consumer Showcase, Washington DC. Note: Data should be considered directional due to low sample size. OMVC makes no warranty to the accuracy of the data contained in this report.

High Level of Purchase Intent for Mobile DTV

Likelihood to Use if it Remained Free: “With the reception and coverage as it currently stands, how likely would you be to use DTV on a mobile computing device (i.e., Netbook, mobile phone, laptop computer, tablet, etc.) if it remained a free service?”

Likelihood to Subscribe for Monthly Fee: “If you were charged this amount, how likely would you be to subscribe?”

10

Percent of participants who said they are “Very Likely” or “Somewhat Likely”

Source: OMVC 2010 Consumer Showcase, Washington DC. Online Exit Survey conducted by Harris Interactive, based on combination of cell phone and netbook users (N=273).Note: Data should be considered directional due to low sample size. OMVC makes no warranty to the accuracy of the data contained in this report.

“The picture quality is much better than I expected. I thought maybe it wouldn't refresh

fast enough for sports, but I was able to watch World Cup matches on Univision.”

– Robert H.

“I was excited about being able to watch TV on the go. I really like it and I think it lives up

to my expectations.”– Michelle C.

“My first reaction to receiving the Netbook DTV was excitement. I like the size/weight;

it's very cute & portable!”– Christina P.

“I like the portability of the Netbook as a television device. It makes it easy to start a

show in one room and then carry it to another – to make dinner, or run on the

treadmill, or fold the laundry, etc.”– Jessica C.

11

WorkRunning Errands Kids

Lunch Break

Sporting Events

HomeCommutingWhile Waiting

Consumers Reported Using Mobile DTV in a Variety of Viewing Locations

Source: OMVC 2010 Consumer Showcase, Washington DC, Harris Interactive and Rentrak Corporation. Note: Data should be considered directional due to low sample size. OMVC makes no warranty to the accuracy of the data contained in this report.

Daytime is Primetime on Mobile DTVDistribution of Monthly Usage by Hour

July 2010: Combined Cell Phone/Netbook Viewership

Note: Based on combined usage of participants with Samsung Moment Cell Phones and Dell Netbooks.

Source: OMVC 2010 Mobile DTV Consumer Showcase, Washington DC; Harris Interactive and Rentrak Corporation. Based on data received electronically from reported Samsung Moment Cell Phones (n=123) and Dell Netbooks (n=186). Note: Data should be considered directional due to low sample size. OMVC makes no warranty to the accuracy of the data contained in this report.

12

“I definitely find myself watching more TV especially on my lunch hour since

I have the DTV phone.”– Lolitha B.

“I work at Starbucks. During my lunch break, I sat in the back and watched

some of the Ellen show. That was cool. Best experience with it yet. Almost was

late clocking back in!”– Ryan B.

“I watch the business news every day during lunch at work.”

–Robert H.

“I watch in the kitchen since I don’t have a TV there mostly. Its nice to put

the news on while I make dinner.”– Amy M.

Daytime and On-the-Go Usageto Stay Informed is Primary

13

Source: OMVC 2010 Mobile DTV Consumer Showcase, Washington DC; Harris Interactive and Rentrak Corporation. Note: Data should be considered directional due to low sample size. OMVC makes no warranty to the accuracy of the data contained in this report.

• Participant’s viewing of the MDTV phones centered around daytime viewing, either to catch up on local news, or watch traditional daytime fare.

• While many said they go online for their news, local news reports are the type of programming they viewed most often.

“I would rather have the weather and a few network shows. Keeps me

entertained while I am on the go..”

“ The clarity is beyond what I was expecting. The picture is great...”

“Live news and real-time issues are the only reasons I would

have this on a phone.”

“Local news/weather is the most valuable programming to me. Next would be talk shows, Judge Pirro,

Dr. Phil, Judge Mathis, etc...”

Local News #1# Episodes Tuned in By Genre – Combined Cellphone/Netbook Usage

OMVC Showcase – Top 20 Genres Viewed5/14 to 10/10

• Diversity of viewing…30 different genres viewed

• Local News was themost-watched genre onboth devices

• Broadcast Networks were the dominant channels

• Consumers desire sports and movie channels

• Movies performed betteron the netbook comparedto cell phone

14

Source: OMVC 2010 Mobile DTV Consumer Showcase, Washington DC; Harris Interactive and Rentrak Corporation. Based on data received electronically from reported Samsung Moment Cell Phones (n=123) and Dell Netbooks (n=186). Note: Data should be considered directional due to low sample size. OMVC makes no warranty to the accuracy of the data contained in this report.

• Live, local content wasa great differentiator from other mobile video services already available.During emergencies and “need to know” situations, participants turned to MDTV.

• More than anything, participants expect local content going forward with this service. It is essentialto their enthusiasm for the device.

“[I was] grateful to have something because otherwise [I] would be just trying to read a webpage on [my] phone… It was actually a

good chance to have the local broadcast while the power was out.”

“Local news/weather [is essential]. Having other channels is fun, but not necessarily a necessity.”

“The park ranger [said], “You all should move out.” I turned the television…

I probably would’ve [gone] home but I was able to watch the local news [and]

see it’s just going to pass.”

“The security officers wouldn’t tell us what’s going on so I turned on the news. I turn on the

news [and] find out it’s a darn bomb threat. I was stuck in my mall. I was like are you serious? You could see on the news the mall that I work at, the

street that I cross the street to go to work!”

Local Stations ConsideredEssential for Mobile DTV

15

Source: OMVC 2010 Mobile DTV Consumer Showcase, Washington DC; Harris Interactive and Rentrak Corporation. Note: Data should be considered directional due to low sample size. OMVC makes no warranty to the accuracy of the data contained in this report.

94% of Participants Said Their Overall TV Consumption Increased or Stayed the Same After Using Mobile DTV

“Thinking back to the total amount of TV you watched prior to receiving the Mobile DTV Cell Phone/Netbook (including your TV at home and the cell phone/netbook), how did your overall television consumption change during the Showcase? Did you find yourself watching:”

16

Findings suggest Mobile DTV Will Result in a Net Gain in Overall TV Usage

Source: OMVC 2010 Mobile DTV Consumer Showcase, Washington DC. Online Exit Survey conducted by Harris Interactive, based on combination of cell phone and netbook users (N=273). Note: Data should be considered directional due to low sample size. OMVC makes no warranty to the accuracy of the data contained in this report.

Change in TV Consumption

Cell Phone Users Were More Likely toWatch Mobile TV Outside of the Home

“On an ordinary day during the Showcase, where did you typically find yourself watching Mobile DTV? Please select all that apply.”

17

At Home At Work/School On the Go Not Sure

Cell Phone

Netbook

Where Typically Watch Mobile DTV

Source: OMVC 2010 Consumer Showcase, Washington DC. Online Exit Survey conducted by Harris Interactive, based on combination of cell phone and netbook users (N=273).Note: Data should be considered directional due to low sample size. OMVC makes no warranty to the accuracy of the data contained in this report.

(N=116)

(N=157)

DC Showcase Partners

18

Where to Find Us:

www.OMVC.org

19